PepsiCo has built an empire with an estimated $91.85 billion in annual revenue, competing fiercely against Coca-Cola. Its success is not just about the taste of its drinks but about its powerful and innovative marketing strategies that resonate across generations and cultures.
The “Pepsi 125” rebrand campaign, for example, celebrates 125 years of Pepsi, reconnecting with nostalgic consumers while attracting Gen Z audiences with vibrant new packaging and flavors.
The company’s mission statement is to “create more smiles with every sip and every bite.” Its vision is “to be the global leader in beverages and convenient foods by winning with PepsiCo Positive (pep+),” emphasizing sustainable growth and positive impact. [1]
In the US, PepsiCo has been able to capture nearly 24.3% of the beverage market and 35% of the snack market, driven by popular brands like Pepsi, Mountain Dew, Gatorade, Lay’s, and Doritos. [2]
In this article, we explore Pepsi’s most successful marketing strategies, examining how they drive the brand’s global dominance, foster consumer loyalty, and generate billions in sales. From bold advertising and experiential marketing to innovative product launches, Pepsi’s approach provides valuable insights into what makes a brand thrive in a competitive industry.
Did you know?
In 2024, PepsiCo invested $3.9 billion globally in advertising and promotions, covering media, promotional materials, personal service prepayments, and future media production costs. The company also allocated over $804 million to research and development, emphasizing its commitment to continuous innovation. [3]
Table of Contents
1. Public Figure Sponsorships
Pepsi strategically partners with global iconsPepsi doesn’t just sign celebrities—it strategically partners with global icons who define pop culture, ensuring maximum brand exposure and long-term engagement. The company has a long history of leveraging celebrity power to connect with fans worldwide.
For example, Pepsi’s historic partnership with Michael Jackson in 1983 marked a pivotal moment in celebrity endorsements. The $5 million deal—a record at the time—resulted in the iconic “New Generation” commercial, skyrocketing Pepsi’s global appeal. [4]
In 2012, Pepsi signed a $50 million deal with Beyoncé to harness her influence and engage millennial and Gen Z audiences. The partnership featured a global ad campaign, limited-edition Pepsi cans, and a collaboration on a music video. [5]
In 2021, Pepsi partnered with Doja Cat to launch the Pepsi-Cola Soda Shop, a line of limited-edition flavors inspired by classic soda shop tastes. The campaign featured a modern reimagining of the musical “Grease,” with Doja Cat performing a contemporary rendition of “You’re the One That I Want” in a music video-style advertisement. [6]
This collaboration was part of Pepsi’s strategy to blend nostalgia with modernity, aiming to appeal to both long-time fans and new consumers. Doja Cat’s involvement brought a fresh and contemporary twist to the campaign, aligning with her dynamic musical style and broad appeal.
2. Retro-Inspired Marketing
Nostalgia-driven brandingPepsi masterfully revives nostalgia to connect with older generations while making vintage aesthetics trendy for younger audiences.
For example, the Pepsi Throwback campaign (2009–2013) revived the brand’s 1970s and 1980s logo and packaging while replacing high-fructose corn syrup with real sugar. The campaign targeted Gen X and baby boomers who grew up with the original formula.
In 2023, Pepsi unveiled a new logo inspired by its 1980s-1990s look after extensive research showed consumers resonated most with its retro identity. The launch included vintage-style packaging, ads featuring past Pepsi icons, and limited-edition memorabilia. [7]
3. Interactive Social Media Promotions
Actively engaging with consumers on social media platformsPepsi doesn’t just post on social media—it creates highly interactive campaigns that encourage user participation, viral challenges, and real-time engagement.
For instance, the company brought the Pepsi Challenge (a 1980s in-store marketing stunt) to social media in 2014, encouraging users to record their reactions to blind taste tests.
Building on the power of viral trends, Pepsi later introduced #PepsiCanBalance, where users had to balance a can on their body while dancing. The trend exploded on TikTok, amassing over a billion views in a few months and increasing brand recall among Gen Z audiences.
The company has also entered the Web3 space by launching Pepsi Mic Drop NFTs, a collection of unique, music-inspired NFTs. [8]
4. Super Bowl Advertising
Pepsi’s multi-million dollar playbook for maximum exposurePepsi’s Super Bowl ad strategy is not just about showing commercials — it’s about owning the event through high-profile halftime shows, viral campaigns, and cultural moments that dominate discussions long after the game ends.
The company sponsored the Super Bowl Halftime Show for 10 years (2013-2022), spending nearly $2 billion over the decade. This sponsorship positioned Pepsi as the undisputed leader in sports entertainment marketing.
The Pepsi Super Bowl LVI Halftime Show (2022) featured Eminem, Dr. Dre, Snoop Dogg, Mary J. Blige, 50 Cent, and Kendrick Lamar. The show became the most-watched halftime performance ever, attracting over 100 million live viewers and generating over 300 million views on YouTube.
Although Pepsi is no longer the Super Bowl halftime show sponsor, this marketing strategy has left a lasting impact on brand recognition, solidifying its association with music, entertainment, and major sporting events.
5. High-Profile Brand Sponsorships in Sports & Media
Partnering with the biggest sports leagues and media eventsPepsi strategically partners with the biggest sports leagues, media events, and entertainment properties to ensure constant brand exposure on a massive scale.
For example, Pepsi has been the official soft drink sponsor of the NFL for over two decades. The sponsorship deal includes game-day branding, exclusive digital content, and halftime activations. [9]
In 2015, the company secured a significant sponsorship deal with the NBA, replacing its rival Coca-Cola. This agreement includes rights to North America, China, and other international markets, allowing PepsiCo to promote its beverage brands during NBA events.
The company has been a primary sponsor of the UEFA Champions League since 2015, ensuring its brand appears during Europe’s biggest football matches. In 2023, Pepsi extended its partnership, launching campaigns featuring Lionel Messi, Ronaldinho, and Paul Pogba to target football fans worldwide. [10]
Furthermore, Pepsi has been a long-standing and prominent official sponsor of the Grammy Awards, regularly featuring music superstars like Beyoncé, Britney Spears, and Doja Cat in its ads.
6. Exclusive & Limited-Edition Drops
Pepsi’s strategy for scarcity-driven hype & collectibilityPepsiCo effectively utilizes exclusive and limited-edition product launches to generate consumer excitement, test innovative flavors, and capitalize on seasonal trends.
For instance, the company launched Pepsi Nitro in 2022, introducing nitrogen-infused cola, offering a smoother, creamier taste—something never done before in mainstream sodas. Similarly, in 1992, Crystal Pepsi, a transparent cola, gained a cult following despite its short-lived run. Due to popular demand, Pepsi brought it back for a limited time in 2015 and again in 2022 to celebrate its 30th anniversary.
The company has also partnered with major franchises like Deadpool, Star Wars, and Stranger Things to release themed cans and bottles. In 2019, the Pepsi x Star Wars: The Rise of Skywalker collectible cans debuted in 40 unique designs, sparking excitement among fans and collectors alike.
In 2024, Pepsi introduced a gingerbread-flavored zero-sugar soda, marking its first holiday-themed drink release in two decades. This limited-edition beverage was available through select stores and Pepsi’s TikTok shop. [11]
7. Guerrilla Marketing & Experiential Campaigns
Creative, unexpected campaignsThe company executes highly creative, unconventional marketing stunts that generate buzz and surprise consumers. For example, in 2014, the Pepsi Max “Unbelievable Bus Shelter” campaign in London featured augmented reality screens, making it appear as if aliens, tigers, and robots were interacting with passersby.
Another standout immersive experiential campaign was the Pepsi NOLA Eats Fest, held in New Orleans in 2025. This free food festival celebrated the city’s vibrant culture by featuring local cuisine, custom Pepsi beverages, and live entertainment. [12]
The event showcased ten New Orleans restaurants, a seafood boil cookoff, and celebrity appearances from Action Bronson and Mannie Fresh. Attendees enjoyed Pepsi-inspired drinks infused with local flavors, strengthening the brand’s connection with consumers through an engaging, sensory-driven experience.
8. Sustainable Brand Storytelling
Pepsi’s green marketing for a responsible futureThe company integrates sustainability into its brand messaging by highlighting eco-friendly practices, carbon footprint reduction, and recyclable packaging. These eco-friendly initiatives appeal to environmentally conscious consumers.
PepsiCo’s famous “Beyond the Bottle” initiative aims to reduce plastic consumption by promoting reusable packaging and eco-friendly alternatives. In the US, the Pepsi BottleLoop program plays a key role in this effort, transforming used bottles into 100% recycled ones, significantly cutting down plastic waste.
The company has an ambitious plan to reach net-zero carbon emissions by 2040, a decade ahead of the Paris Agreement targets. By 2030, it aims to cut greenhouse gas emissions by 40% across its supply chain (against a 2015 baseline). [13]
9. Leveraging Influencer Networks
Strategic collaborations with influencersPepsi frequently collaborates with big influencers across platforms like TikTok, Instagram, YouTube, and Twitch to reach younger audiences.
Pepsi teamed up with Charli D’Amelio, TikTok’s biggest star, to promote Pepsi Mango, leveraging her massive influence to engage younger audiences. Additionally, top food, beverage, and lifestyle influencers received exclusive Pepsi Mango kits, sharing their reactions on Instagram and TikTok. The strategy garnered over 50 million impressions in just weeks, driving higher-than-expected trial purchases.
In 2022, it targeted the gaming community by partnering with top Twitch streamers for its “Level Up” campaign. The brand integrated Pepsi into gaming content through branded streams, giveaways, and product placements. [14]
10. Tailored Marketing for Local Audiences
Hyper-localized approach to global dominationPepsi doesn’t follow a one-size-fits-all model — it adapts its branding, flavors, packaging, and campaigns to match cultural preferences in different regions.
In 2019, Pepsi launched the “Har Ghoont Mein Swag” campaign in India, leveraging youth culture and Bollywood trends to connect with local consumers. Recognizing strong nostalgia-driven demand, the company reintroduced Pepsi Blue in 2021, appealing to millennials who fondly remembered it from the early 2000s. [15]
In China, Pepsi introduced a special emoji can series featuring culturally significant symbols like dragons, pandas, and traditional Chinese characters, enhancing local appeal. Meanwhile, in Japan, the brand has embraced regional preferences by releasing exclusive flavors such as Pepsi Sakura (Cherry Blossom), Pepsi White (Yogurt-flavored soda), and Pepsi Salty Watermelon. [16]
11. Playable Ads & Gamified Promotions
Interactive approach to customer engagementThe company leverages playable ads and gamified promotions to create interactive and immersive experiences. This strategy encourages active participation, making Pepsi’s marketing campaigns more memorable and fun.
For example, Pepsi’s “Summer Quest” campaign (2019) featured a jumper-style game with five levels, aiming to engage users in a fun and interactive manner. Players were continuously encouraged to enter Pepsi’s Summer Sweepstakes, leading to impressive results—a 35% completion rate and a 94% click-through rate from the end card to the sweepstakes entry. [17]
Similarly, in 2021, Pepsi reimagined its iconic #PepsiChallenge with an interactive TikTok ad, where users swiped to guess different flavors for a chance to win rewards.
12. Cause-Related Marketing
Hyper-localized approach to global dominationPepsi aligns its brand with social causes, supporting communities and charitable initiatives. By running cause-driven campaigns, Pepsi strengthens brand loyalty, especially among younger, socially-conscious consumers.
For instance, PepsiCo launched the “Pepsi Dig In” initiative to support and promote Black-owned restaurants across America. It committed $50 million in grants and marketing support, helping local restaurants thrive post-pandemic. [18]
The PepsiCo Foundation has pledged $100 million to advance racial equity, supporting initiatives that promote healthy, vibrant, and self-sufficient communities worldwide. In 2022, the company launched the “She is PepsiCo” campaign, highlighting the contributions of women in manufacturing and operations roles. [19]
13. AR & AI-Powered Marketing
Next-gen advertising innovationsPepsiCo harnesses Augmented Reality (AR) and Artificial Intelligence (AI) to deliver personalized, interactive, and immersive brand experiences.
To kick off the 2024 NFL season, the company introduced limited-edition 16-ounce cans featuring built-in AR capabilities. Consumers could scan the cans to bring characters to life via content captured on-set, blending physical products with digital interaction. [20]
The company also utilizes AI to analyze massive volumes of data from social media, recipes, and menus to identify emerging consumer trends. Using AI tools, they discovered a growing interest in seaweed flavors, leading to the rapid development and launch of Off The Eaten Path seaweed snacks within 12 months.
Their proprietary AI-driven analytics platform, Pep Worx, assists in personalizing marketing strategies and product offerings. By examining consumer data, Pep Worx provides retailers with insights on optimal product placement, inventory management, and targeted promotions, ultimately enhancing the shopping experience and driving sales efficiency. [21]
14. Rivalry Marketing (Pepsi vs. Coke)
The legendary Coca-Cola rivalry generates buzzThe enduring rivalry between Coca-Cola and Pepsi, often referred to as the “Cola Wars,” has substantially influenced marketing strategies over the decades.
In 2024, Pepsi launched a bold marketing campaign that cleverly highlighted a design flaw in Coca-Cola’s branding. The campaign pointed out that the word “Coke” contains “OK,” subtly implying that Coca-Cola is merely acceptable, whereas Pepsi is the superior choice.
In 2025, Pepsi’s”Anytime is Pepsi Time” campaign cleverly countered Coca-Cola’s “Half Time” promotion. The ad highlighted various moments—such as “first time,” “thirst time,” and “play time”—emphasizing that any moment is perfect for a Pepsi, subtly undermining Coca-Cola’s specific “Half Time” messaging. [22]
15. Packaging Innovations & Rebranding
Reinventing the look to stay relevantIn 2023, Pepsi unveiled a new global logo, marking the first major rebrand in 14 years. The new design blends retro and futuristic elements, with a bold black font, an electric blue and red globe, and a dynamic visual identity. This refresh aims to resonate with Gen Z and millennial consumers, reinforcing Pepsi’s modern and energetic brand image.
PepsiCo is also actively redesigning its packaging to minimize plastic content. This involves creating lighter bottles and exploring alternative materials that maintain product integrity while reducing environmental impact.
It actively invests in compostable, renewable, bio-based, and paper-based packaging solutions to enhance sustainability. For example, the company introduced paper-based inner packaging for Quaker Oats products, reducing plastic usage while maintaining product integrity and quality. [23]
16. Cross-Category Experiments
Expanding beyond soda to disrupt new marketsPepsi isn’t just a soda brand—it’s a multi-category innovator. It regularly experiments with snacks, alcoholic beverages, coffee, and even skincare, creating unexpected brand crossovers that capture new audiences and generate major buzz.
For instance, in 2020, Pepsi introduced Pepsi Café, a beverage that combined the classic Pepsi cola taste with rich coffee flavors. Two years later, capitalizing on the growing nitrogen-infused beverage trend, Pepsi launched Nitro Pepsi in 2022—the first-ever nitrogen-infused cola. This innovative drink delivered a smoother, creamier texture, redefining the traditional soda experience. [24]
The company has also explored caffeine-infused personal care products, including Pepsi-themed lip balms, further diversifying its brand presence. In 2023, Rockstar Energy (a PepsiCo brand) tapped into the growing beauty and wellness beverage trend by launching a collagen-infused energy drink.
Read More
- Coca-Cola Marketing Strategy: 17 Proven Ideas
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- Mission & Vision, Winning with PepsiCo Positive (pep+), PepsiCo
- Non-alcoholic Beverages, PepsiCo’s carbonated soft drink market share in the US, Statista
- Form 10-K, Annual Report 2024, PepsiCo
- Monica Herrera, Michael Jackson and Pepsi made marketing history, Billboard
- Meghan Casserly, Beyoncé’s $50 million Pepsi deal takes creative cues from Jay Z, Forbes
- PepsiCo, Pepsi and Doja Cat launch limited-edition product, PRNewswire
- Shakthi DC, The Pepsi rebrand and why nostalgia is important in marketing, LinkedIn
- Stories, Pepsi announces first-ever brand NFT with “Pepsi mic drop” collection, PepsiCo
- Maury Brown, Pepsi expands NFL sponsorship with ‘Official zero of the NFL, Forbes
- Press Release, Pepsico extends strategic partnership with UEFA champions league, PepsiCo
- Sabrina Choudhary, How to snag Pepsi’s new gingerbread flavor, FoodNetwork
- Press Release, Why Pepsi pairs best with New Orleans’ iconic local eats, PepsiCo
- Climate Change, Risk management and scenario analysis, PepsiCo
- Chris Wood, PepsiCo’s strategies for marketing via online games and esports, MarTech
- Samantha Kubota, After nearly 20 years, Pepsi Blue to return to shelves, Today
- Victoria Vlisides, The world’s first Sakura Pepsi, JapanTravel
- An IAB Playbook, Playable ads for brands, IAB
- PepsiCo, Pepsi invites everyone to “Dig in” and champion black-owned restaurants, PRNewswire
- Jessica Sklar, Pepsi’s global impact investments of more than $100 million, CAF America
- Press Release, Pepsi kicks off 2024 NFL season with colossal campaign, PepsiCo
- Bernard Marr, PepsiCo uses AI and ML to deliver success, Bernard Marr & Co
- News, Cold (drink) war returns? Pepsi vs Coca, NDTV
- ESG, Our sustainable packaging vision, PepsiCo
- Press Release, Nitro Pepsi, the first-ever nitrogen-infused cola, PepsiCo
